The makers of Dettol have issued an apology in China following widespread criticism of a recent promotional video that many viewers condemned for its depiction of sexist attitudes towards women. The advertisement, a five-minute micro-drama produced for the Chinese market, sparked controversy by initially portraying a man who praises the “purity” of his new girlfriend while disparaging his former partner as “second hand” due to her past relationships.

The film, which has since been withdrawn, begins with the male character ending his relationship with a woman after discovering she had previously lived with another man. He states, “No wonder you’re so experienced — someone else trained you before,” and asserts, “I can have past relationships, but my future wife must not.” Conversely, he expresses satisfaction with his new partner, declaring her “pure and untainted by other men” and describing her as “an innocent girl” in stark contrast to his ex.

However, the narrative later shifts to the perspective of the ex-girlfriend, who challenges the judgment imposed on her. “It’s everyone’s right to choose to live with someone or not,” she says, questioning the man’s moral authority. The drama concludes with her throwing his socks into a washing machine filled with Dettol laundry sanitizer, accompanied by a voiceover equating “toxic men” to harmful bacteria that Dettol can eliminate.

Dettol’s parent company, Reckitt Benckiser, acknowledged the offense caused by the advertisement, particularly to women, and took responsibility for insufficient oversight of the content created by a third-party agency. The company emphasized its awareness that genuine protection extends beyond hygiene to include respecting individual dignity and equality. Reckitt also suggested that the advert’s message was misinterpreted due to selective excerpts and clips circulating on social media.

The response to the advert was sharp across Chinese media. The state-run Global Times described the campaign as a “classic exploitative marketing tactic” designed to provoke gender tensions to attract public attention and viral engagement.

The incident highlights ongoing challenges faced by international companies in navigating cultural sensitivities in diverse markets, especially on topics involving gender roles and societal values.